An integrated model examining frontline employee willingness to work with retail service robots

Abstract

Purpose By integrating individual characteristics, technology acceptance model and motivation theory, this research develops a conceptual model to investigate how frontline employee (FLE) characteristics (FLE change self-efficacy and FLE innovativeness) and motivational factors (perceived usefulness, perceived enjoyment and perceived social presence) affect willingness to work with retail service robots (RSR). Design/methodology/approach Survey data from 321 FLEs in retail stores (convenience stores, supermarkets, drug stores and mass merchants) recruited in Taiwan were collected and used to test the research hypotheses. Findings Results showed that FLE characteristics and motivational factors influence willingness to work with RSR both directly and indirectly (i.e. mediated through attitude). FLE change self-efficacy and perceived social presence have stronger effects than other variables. The findings also confirmed attitude as a mediating variable, showing that attitude partially mediated the effects of all antecedent variables on willingness to work with RSR. Practical implications Results indicated that FLEs with higher change self-efficacy were more likely to hold positive attitude and be willing to work with RSR. Hence, managers may try to use internal marketing practices (e.g. internal communication, advocacy for successful cases and RSR training programs) to increase FLE change-related self-efficacy and reduce anxiety about RSR adoption, thereby increasing their willingness to work with RSR. Originality/value Theoretically, this research extends the current understanding of the antecedents of FLE response to and behavior toward working with RSR that have been called by previous scholars. From the managerial perspective, this study provides some suggestions for managers to develop and implement RSR that facilitates FLE-robot collaboration.